"We love to bring the AFM personality and good times to this major sporting event. While entertaining the fans is always our top priority, we also recognize that health and wellness are major drivers for our consumers, and we're thrilled to educate them about how Avocados From Mexico can help achieve a healthier lifestyle," said Alvaro Luque, president of Avocados From Mexico. "While beer and snack brands often dominate TV's biggest night, those products are punting the 'health' message … to us! AFM is at the forefront of an important shift towards advertising healthy options during major pop culture moments."
This year, AFM continues its "patented" light hearted humor the brand brings to the Big Game. But this time it's with a healthy twist which will make it stand out this year even more given all the snacks and beer ads during the event. When the first commercial break airs, AFM will use playful comedy to remind consumers that avocados are a perfect choice for nutritious game-time, and anytime, snacking.
For decades, Big Game food advertising has been purposefully indulgent, capitalizing on the hungry appetites of football fans of all ages. AFM recognizes that consumer needs and preferences are continuing to transform, and is excited to support the increasingly widespread interest in maintaining a healthy lifestyle – even when snacking.
AFM's nutritional story correlates with a recent public health recommendation from the U.S. Food & Drug Administration to redefine the term "healthy" on nutrition labels and foods. For avocados, the new recommendation shifts the focus, from total fat, to having a fat profile makeup of predominantly mono and polyunsaturated fats. Since avocados contribute predominantly good fats like mono and polyunsaturated fat, they are now deemed healthy.
"This year, we plan to maintain (and even surpass) the fun and personality we had with the first two ads, and while doing so, will acknowledge the nutritional value that avocados deliver," said Kevin Hamilton, Director of Marketing at Avocados From Mexico. "And why not? It's the most popular advertising day of the year, while millions of football fans are enjoying fresh guacamole and watching the game."
A Look Back
AFM launched its first Big Game ad in 2015, bringing the world "Draft Day," a humorous, star-studded spot depicting Mexico's choice of the avocado during a pre-historic, football-styled "first draft ever" of plants and animals.
And 2016 unveiled "Bounty of Earth," a hilarious, out-of-this-world experience set in an interplanetary museum where aliens highlighted the "always in season" Mexican avocado, among other unique Earthly treasures.
The 2017 Big Game ad will be the linchpin of a multi-dimensional effort designed to elevate brand awareness, drive home AFM's year-round accessibility and showcase the nutritious benefits avocados contribute to our diets. The brand will again launch the campaign in the days leading up to the Big Game to further engage consumers and build on the ad's reach – before, during and after its airing.
Returning for the third straight year to provide creative strategy and production of the Big Game ad and multi-dimensional campaign is advertising agency GSD&M, based in Austin, Texas. Havas Media will again handle ad buying and execution, while Dallas-based Richards Lerma is managing the social media and digital execution.
To learn more about AFM marketing and promotional activities, visit the Avocados From Mexico Facebook page, www.facebook.com/AvocadosFromMexico, or website, www. AvocadosFromMexico.com.
About Avocados From Mexico
Avocados From Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Irving, TX.
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